Background and Challenges
After completing the corporate identity for Fusion Bodyworks, we designed and ran a publicity campaign.
Could we make an impact without having to out-spend the competitors who spent heavily on print and outdoor advertising?
We designed a simple, implicit ad campaign, targeting women, in contrast with competitors explicit messages and discounting schemes. Our campaign line: "Fitness is in your nature" which speaks to our target and creates a setup for discovery of the vertical gardens inside the facility.
Once opened, the club had steady above-target growth. [The owners sold the club to a competitor two years later to pursue other interests.]